Yo Soy Así
Paul Rodrigez

Presented By AT&T

3:30 *Extended Cut

Directed By Carlos Arata
VP Branded Content Jill Krikorian
Producer Urwa Zubair
Creative Director Felipe Martinez
Production House NLGmitú

Overview
YO SOY ASÍ, is on a mission to spotlight Latino stories through a stylized visual lens. It provides a platform for our heroes to map their creative journeys, linger on what matters most to them, and moreover loudly celebrate their art and culture.

Format

Yo Soy Así is a profile piece series where we delve into what truly moves our subjects, and hear in their own words what uniquely inspires them. In this special AT&T sponsored edition of the series, we hear how our subjects’ particular form of expression (in this case, skateboarding) have allowed them to foster meaningful connections and communities. We also hear about a specific digital “connection” that helped shape or inspire them along their artistic journey, which serves as a brand messaging moment for AT&T.

Look & Feel

The visual language of Yo Soy Así is art in motion; we wanted to capture each subject’s artistic process through a blend of striking low-key lighting, accentuating shadows and allowing the focal point to be our artists, as well as moments of bright, natural light.

Our medium was meant to be mixed, melding digital and celluloid to create a dreamy, sentimental, almost tactile vibe; complimenting our hero’s bed of voiceover throughout. Each episode will culminate with our talent signing off and telling us “Yo soy así”. Our music also plays on the dreaminess of the overall piece, punctuated by hyperreal sound design to immerse the audience in our subject’s world.